Have you noticed how often conversations about health now circle back to the gut? Around the world, a lot of people recognise that good digestion not just serves as a source of comfort, but as the foundation of their overall well-being. In Thailand, digestive health has become a trend that is particularly visible. With its rich food culture and growing health awareness, the country offers a fascinating glimpse into how global wellness shifts are playing out in Asia.
Earlier this year, we at BENEO set out to learn more. In August, we spoke with 900 Thai consumers aged 20 to 75 about their health priorities, concerns and choices. What we discovered tells a story not just about Thailand, but about how consumers in Asia are redefining what “healthy living” means.
Health priorities in Thailand
One thing is clear: Thai consumers take health seriously. More than half say they actively seek information and are open to trying new foods or ingredients. When asked about health concerns, the answers spanned a wide spectrum. Going from immediate needs like energy, digestion and hydration, to long-term issues such as heart, joint and immune health.
Digestive health in Thailand: a growing consumer priority.
Here is where things get interesting: digestive health came out as the second highest priority consumers want to improve in the next year, right after “having a more balanced diet.”
That result tells a bigger story. For many Thais, good digestion is not just about avoiding discomfort. It is seen as central to feeling well overall.
Most respondents already take steps to support their digestion. They prioritise drinking plenty of water and eating fruits, vegetables and fibre-rich foods, on top of exercising or following specific diets. A smaller group also reaches for products with probiotics or supplements. For food and beverage manufacturers, this presents a strong opportunity: everyday products that come with digestive health benefits recognisable to the consumers could resonate powerfully with Thai consumers.
Awareness of the gut microbiome and prebiotics
Perhaps the most surprising finding? Just how knowledgeable consumers have become. Many know about the gut microbiome, and link it not only to digestion but also to immunity and even skin health.
Even more striking, almost everyone (95%) says they’ve heard of prebiotics. An incredibly high level that is even higher than the awareness of probiotics, which usually enjoy broader recognition.
When asked to compare prebiotics with other well-known ingredients, from probiotics to resistant dextrin, respondents placed prebiotics at the top in terms of perceived healthiness.
For brands, that’s a clear signal: highlighting prebiotic ingredients is not just “nice to have”. It is a way to meet consumers where their interest and trust already lies!
A new milestone for BENEO in Thailand
This is why the timing of our latest achievement is right/perfect. The Thai Food and Drug Administration officially approved an exclusive prebiotic claim for BENEO‘s chicory root fibre, Orafti® Inulin.
This was not achieved overnight. It followed a rigorous scientific review by the Centre for Nutrition Assessment and Health Claims of Thailand, a process that demanded time, expertise and persistence. We are proud to be the first ingredient producer to reach this milestone!
For us, it is more than just a regulatory approval. It is a sign of the momentum behind digestive health, not only in Thailand but across the region. And it is a reminder that when science, regulation and consumer interest align, the opportunities for healthier choices multiply.
As digestive health continues to gain traction, we are excited to see how Thailand – and Asia more broadly – will help shape the future of global wellness. And we at BENEO are grateful to play a part in that evolving world!